Pazarlama, rekabet ve iletişim alanının ilerlemesi ve bu denli gelişmesi markalar açısından avantajlı olduğu kadar dezavantajlı bir durum haline de gelmiştir. Birçok marka karşılaştıkları dezavantajlı durumu avantaja çevirerek içinde bulundukları girdaptan çıkmayı hedeflemektedir. Pazarlama ve iletişim alanlarının gelişmesi, rekabetçi bir ortam yaratmış ve markaların bu rekabetçi ortam içerisinde yoğun bir çaba göstermesini zorunlu kılmıştır. Girilen rekabet ortamlarından markaların sağlıklı bir şekilde çıkabilmeleri markaların yaptıkları reklamlar ile mümkündür. Bu yoğun rekabet ortamı markaların reklamlara verdikleri önemi, daha çok arttırmalarına sebep olmuştur. Markaların reklamlarına verdikleri önem arttıkça reklamların gündemde kalma ve gündem yaratma olasılıkları da bir o kadar artmaktadır. Yapılan bu çalışmada markaların reklamlarının gündem belirleyip belirlemedikleri anket (survey) tekniği kullanılarak araştırılması amaçlanmaktadır. Uygulanan ankette konu ile ilgili reklam bileşenleri ve gündem bileşenleri çerçevesinde sorular hazırlanmış ve uygulanmıştır. Veriler analiz edilirken frekans, one way anova, t-testi, faktör, regresyon analizlerinden yararlanılmıştır. Anketlerden elde edilen sonuçlara göre reklamlar, gündemi belirleme gücüne sahip olmakla beraber reklamlarda gündeme getirilen konular, insanların gündemlerinde kendilerine yer bulabildiği ve bu durumun insanların gündelik hayatlarını etkisi altına aldığı görülmektedir.
The progress in the field of marketing, competition and communication and such development has become as disadvantaged as it is advantageous for the brands. Many brands aim to get out of the entrance in which they face the disadvantaged situation by turning the advantage. The development of marketing and communication fields has created a competitive environment and has made it compulsory for brands to make intense efforts in this competitive environment. It is possible for brands to get out of the competitive environments in a healthy way by advertising by brands. This intense competitive environment has led to the importance that brands give to advertisements to increase them more. As the importance they give to the ads increases the chances of the ads to stay on the agenda and to create the agenda. In this study, it is intended to investigate whether the ads of the brands are scheduled to determine or not using the survey technique (survey). In the application survey, the advertising components and agenda components related to the subject were prepared and applied questions. During the analysis of the data, the frequency, one way anova, t-test, factor, regression analysis were used. According to the results obtained from the surveys, the ads have the power to determine the agenda, but the topics presented in the ads, people can find their place in the agenda and this situation affects people's daily lives.
The progress and development of marketing, communication and competition fields has become disadvantaged as advantaged in terms of brands. Many brands aim to get out of their troubles by turning their disadvantaged situation into an advantaged. The improvment of marketing and communication fields has created a competitive environment and forced brands to work hard in this environment. The succes of brands in this competitive environment depends on the advertises that they make. This intense competitive environment has led to a greater increase in the importance of brands’ advertising. As the value of advertisements given by brands increases the possibility of advertising staying on the agenda and creating an agenda is also increasing. In this study, it is aimed to investigate whether the advertisements of the brands determine the agenda by using the survey technique. In the questionnaire applied, questions were prepared and implemented within the framework of advertising components and agenda components. Data were analyzed using frekans, one way anova, t-test, factor and regression analyzes. According to the results of the surveys, the advertisements have the power to determine the agenda and also the subjects raised in the advertisements can take place in the agenda of the people and this affects the daily lives of the people.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
Benzer Makaleler | Yazar | # |
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